C2C interactions creating value in the Route of Santiago

Abstract

The role of interaction between customers (customer-to-customer; C2C) is a key factor when extracting value from a touristic experience. Several studies incorporate quantitative and qualitative aspects referring to interactions and can provide a holistic view about C2C experiences, being therefore more capable of predicting the effects of C2C interaction on customer behavior. This study analyzes C2C interactions in backpackers’ experience and their effect on the cruise experience and vacation satisfaction. The study uses fuzzy-set qualitative comparative analysis (fsQCA) to explore a causal relationship with dichotomous outcomes, both the presence and the absence of the variables. The study focuses on a sample of 50 pilgrims after making the Route of Santiago. The results reveal that the variables quality, intensity, valence, and influence are important conditions for the vacation experience and provoke indirect effects on vacation satisfaction. The main contribution of this study is setting the analysis of C2C interactions as a valuable tool for effective managerial intervention.© 2016 Published by Elsevier Inc.